blackwhalegroupblackwhalegroup // An idea studio focused on converging the physical with the digital and digitizing our physical reality. We look for the white space in trends, conversations, and industries and capitalize on opportunities that others might not see; or are too afraid to take a stand and dream.

Why Pepsi will Succeed

Pepsi has been all over the Interwebs lately, due to their new “Live for Now” campaign. It has definitely intrigued me as an avid follower of brands and brand shifts. I think it is a transformational point in what a brand is and what it stands for. For years, I’ve been calling for brands to expand what their focus from a product or service provider to something more; something that means something; a catalyst to support and facilitate life. This is exactly the direction that Pepsi is moving.

The claim to position for “the Now culture” is a great move, but what they are really doing is defining the Now culture. By becoming a platform of cultural icons, engagement, conversation, and insights, Pepsi can single-handedly integrate their brand into the lifestyles of the individuals within the culture. This has huge implications. Not only does it increase all levels of brand and marketing metrics by becoming the top of mind, first considered product within the category, but it does something so much more; it gives the opportunity for Pepsi to become a defining factor for the individuals life and personality. By becoming this catalyst for a culture, individuals will blow past brand loyalty and advocacy, and go right into brand passion, where the alignment with the brand communicates and defines specific aspects of the character and personality of the individual.

it gives the opportunity for Pepsi to become a defining factor for the individuals life and personality

Now what exactly is Pepsi doing? In the simplest of terms, expanding their brand ecosystem. No longer are they focused on pushing messages with the focus of selling product, but are developing an interconnected journey through passion points, brand cues, conversation, connections, people, charities, celebrities, information, etc. all supported and facilitated by the brand. This road map or, what we call, consumer cartography, allows Pepsi to facilitate the engagement and drive users towards the correct information at the most opportune time. And the fact that they are driving forward with the end goal of creating the “Now culture” they have a strong conviction and desire for a direction. The combination of the two (end goal visualization and customer cartography) is the beginning of massive success.

Pepsi has been all over the Interwebs lately, due to their new “Live for Now” campaign. It has definitely intrigued me as an avid follower of brands and brand shifts. I think it is a transformational point in what a brand is and what it stands for. For years, I’ve been calling for brands to expand what their focus from a product or service provider to something more; something that means something; a catalyst to support and facilitate life. This is exactly the direction that Pepsi is moving.

The claim to position for “the Now culture” is a great move, but what they are really doing is defining the Now culture. By becoming a platform of cultural icons, engagement, conversation, and insights, Pepsi can single handedly integrate their brand into the lifestyles of the individuals within the culture. This has huge implications. Not only does it increase all levels of brand and marketing metrics by becoming the top of mind, first considered product within the category, but it does something so much more; it gives the opportunity for Pepsi to become a defining factor for the individuals life and personality. By becoming this catalyst for a culture, individuals will blow past brand loyalty and advocacy, and go right into brand passion, where the alignment with the brand communicates and define specific aspects of the character and personality of the individual.

it gives the opportunity for Pepsi to become a defining factor for the individuals life and personality.

Now what exactly is Pepsi doing? In the simplest of terms, expanding their brand ecosystem. No longer are they focused on pushing messages with the focus of selling product, but are developing an interconnected journey through passion points, brand cues, conversation, connections, people, celebrities, information, etc. all supported and facilitated by the brand. This roadmap or, what we call, consumer cartography, allows Pepsi to facilitate the engagement and drive users towards the correct information at the most opportune time. And the fact that they are driving forward with the end goal of creating the “Now culture” they have a strong conviction and desire for a direction. The combination of the two (end goal visualization and customer cartography) is the beginning of massive success.

10 Responses to “Why Pepsi will Succeed”

Excellent post. I used to be checking constantly this weblog and I am
inspired! Very helpful info specifically the last section :
) I deal with such information much. I was looking for this certain information for a very long time.
Thank you and good luck.

Right here is the right webpage for anyone who would like to understand
this topic. You know a whole lot its almost hard to argue with you (not that I personally will need to…HaHa).
You certainly put a fresh spin on a topic that has been discussed for years.
Wonderful stuff, just wonderful!

It is also a standard interface for all embedded systems including FPGAs, microcontrolelrs and various
memories. As an example, you might have a single odd A� pair
of earrings that can now be incorporated and made into a slide.
Running, swimming, throwing, and swinging all involve some rotation through your
body.